United States
Irina Pushkareva — known online as ipushkareva_makeup — is a US-based beauty content creator whose channel identity is built around a deceptively simple concept: finishing lip products before buying new ones.
Total Followers +0.8%
156K
Across TikTok, YouTube, Instagram
Primary Platform
TikTok
65K followers · 42% of audience
Engagement
2.7%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $355–$993 / IG post
| Window | TikTok | YouTube | Combined | |
|---|---|---|---|---|
| Last 7 days | +98 +0.1% | +710 +0.9% | +0 +0.0% | +808 |
| Last 30 days | +202 +0.3% | +1K +1.3% | +18 +0.1% | +1K |
| Last 90 days | +1K +1.5% | +8K +10.4% | -26 -0.2% | +9K |
| Last 365 days | +1K +1.5% | +8K +10.4% | -26 -0.2% | +9K |
Daily follower snapshots from CreatorDB's longitudinal index.
Irina Pushkareva — known online as ipushkareva_makeup — is a US-based beauty content creator whose channel identity is built around a deceptively simple concept: finishing lip products before buying new ones. The format, which she launched in late 2023 under the self-coined "empties" framework, turned a personal shopping discipline into a repeatable content series that resonates with viewers tired of haul culture. Each video walks through a single product used to completion — documenting wear, longevity, texture, and honest verdict — giving her reviews a credibility that single-use swatches lack. Her tone sits somewhere between methodical product analyst and relatable everyday beauty fan, consistent with the "occasionally funny and thoughtful" self-description she uses across platforms. She operates primarily on TikTok and YouTube, where her engagement sits comfortably above category medians.
Her audience skews heavily female and concentrates in the 18-to-34 age band, a demographic with strong purchasing intent in the accessible-to-mid-range beauty segment — brands like Romand, Rare Beauty, essence cosmetics, and Huda Beauty appear naturally in her content, signaling an appetite for both drugstore discovery and aspirational prestige picks. The lip-product specialization keeps her niche tight without narrowing her appeal, since lip care and lip color remain among the highest-velocity beauty categories commercially. For brands in that space, her format is arguably more persuasive than a traditional sponsored post: a creator who literally uses a product daily for weeks carries an implied endorsement that a single unboxing cannot replicate. As her YouTube channel continues to grow at a faster clip than her other platforms, there is a clear opportunity for her to deepen long-form review content and attract formal partnerships with brands seeking performance-driven testimonials over reach-driven impressions.
Ipushkareva_Makeup reaches an audience concentrated in United States primarily through TikTok, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As a beauty creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on TikTok runs around 2.7%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows beauty content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in beauty and related categories, Ipushkareva_Makeup offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Ipushkareva_Makeup's tier (Mid, 156K combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
The lip empties challenge is her signature series where she commits to using a single lip product every day until it is completely used up before opening anything new. She launched the concept in November 2023 as a way to stop herself from constantly buying new lip products. It turned into a long-running series that her audience follows closely because they get a full, real-world review from first application to the very last use.
Her name is Irina Pushkareva, reflected in her handle @ipushkareva_makeup and her contact email irinaempties@gmail.com. She goes by Irina across all her platforms and is based in the United States.
She started the challenge in November 2023 specifically to curb her habit of over-buying lip products — she describes herself as obsessed with them. By forcing herself to empty each item before opening the next, she discovered she loved the process, and it naturally produced more thorough, honest reviews than a quick first-impression video ever could.
Since launching in November 2023, she has completed over 40 lip empties. Each one becomes its own piece of content, which means her library of long-term product reviews keeps growing steadily over time.
She dedicated a full video to using the Romand lip oil every single day until she emptied it out, which is her classic empties-format treatment. That kind of daily-use commitment gives her audience a more honest, time-tested take on the product than a standard one-swipe review.
She has made dedicated videos ranking the lippies that took her the longest to get through, with the Rare Beauty Lip Butter being one of the highlighted products in that series. These videos are popular because they reveal which products are genuinely long-lasting versus which ones just sound impressive on paper.
Yes — one of her recurring content angles is specifically pointing out when something negative needs to be said about a hyped or viral product. She describes herself as "occasionally funny and thoughtful," and that willingness to push back on mainstream beauty hype is a big part of what sets her apart from purely promotional creator content.
Her empties series has featured brands including Romand, Essence Cosmetics (Hydra Lip Oil), Huda Beauty (Lip Oil), and Rare Beauty, among others. Lip oils and lip balms dominate her content, and she also posts occasional full-lineup comparisons across multiple products.
She is active on TikTok, YouTube, and Instagram, all under the handle @ipushkareva_makeup. Her YouTube channel carries the longer-form empties reviews, while TikTok gets shorter highlights and reactions to viral beauty trends.
She is based in the United States, and the large majority of her audience is also US-based. She posts in English and focuses on lip products and beauty brands that are widely available in the North American market.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
If you'd like to update, correct, or remove this profile, get in touch and we'll handle it within 5 business days. We don't publish private data — every stat shown comes from your public platform profiles.
@ipushkareva_makeup · TikTok
+0 new followers
Preparing fresh data…
This usually takes 15–25 seconds.